Brussels Moves Against TikTok's For You Feed Over Viewing-Time Ranking Signal, With Fines of Up to 6% Possible
TLDR
Brussels wants viewing time removed as a TikTok For You feed ranking signal, and the EU's third finding of 2026 puts TikTok at risk of a fine of up to 6%.
Regulators in Brussels want viewing time dropped as a ranking signal in TikTok's For You feed, a change that would shape reach for creators and brands. The move comes with a third finding of 2026 against the platform over feed "rabbit holes", and fines of up to 6% are on the table, as PPC Land reports.
How we got here: earlier coverage
- Nov 2TikTok Rolls Out New Brand Safety Resources With Copyright and Counterfeit Detection Tools
TikTok has added brand protection features, including copyright and counterfeit detection tools, to help brands identify potential risks.
- Oct 25TikTok reports removal of 14 million fake accounts in second quarter
TikTok shared Q2 enforcement data showing removal of 14 million fake accounts and prevention of 65 million spam accounts.
- Sep 27TikTok implements teen usage restrictions under Alabama settlement
TikTok agreed to teen usage restrictions in Alabama mirroring provisions Meta accepted in a California settlement.
- Aug 31TikTok maintains user growth in EU as moderation team shrinks
TikTok's latest Digital Services Act disclosures reveal the platform is still adding EU users despite a significant reduction in moderation staff since 2024.